Macmillan: A Coaching Approach

Macmillan planned to launch a new brand strategy and identity that would define its purpose for the next decade. ‘Life with Cancer’, launched in May 2017, began re-positioning Macmillan as a brand that stands for quality of life, despite cancer. This theme would be further developed in the new brand identity.

We are hugely proud of our partnership with Macmillan. In this case, we worked on an iterative programme, in collaboration with Macmillan and VCCP – their creative agency – to underpin decisions about the way forward. Key was to take into consideration complex organisational dynamics – a whole range of interested stakeholders with varying perspectives and priorities – whilst building a shared vision for future brand direction.

"OKO's coaching approach was really helpful and different from what I’ve experienced from other agencies. There were some key points where they asked how we felt about the process and progress, and I think that’s a really important question to ask. These supportive, wider, relationshipbuilding conversations were really useful. It showed they understood the organisation, and had a real feel for the dynamics."